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Advice You - Direct Marketing Direct Marketing - Key Components of Direct Marketing
Only a few years ago, direct marketing meant sending out thousands of letters t
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
hat included an advertising offer to customer or prospect address lists and sen
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ding them through the postal system. Bulk email marketing is e-version of yest
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rday’s direct marketing. Today, the only thing that has changed is the means of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
delivery. But all the other components remain the same.
As in traditional di
As in traditional di
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ect marketing, the “list” is still a vital component of any successful bulk ema
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
il marketing campaign. You need a list and the better the list, the better the
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
results. If you don’t have a list, you better start building one now. In all
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
events, your list should be an opt-in list – i.e. the recipients have indicated
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
a willingness to receive promotional email.
The “offer” is another vital compo
The “offer” is another vital compo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
nent of today’s direct marketing. As in traditional mail marketing, the strong
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
the offer, the better the results. Offers such as “FREE xxx” or “SAVE XX%” ar
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
more compelling than offers like “Click here for a brochure.”
There are a var
There are a var
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
iety of ways to send your promotional email. For smaller mailings, firms like
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
yEmma and Constant Contact are good suppliers. For larger mailings, firms such
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
as Datran Media and Topica might be good choices.
Finally, some would say the
Finally, some would say the
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
most important part of any direct marketing – traditional or bulk email marketi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ng – is measurement. Make sure you can appropriate measure the results of any
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
mail promotion you send. Most emailing services will provide you simple metric
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
s for “opens” and “click-throughs”. Some provide much more detailed statistics
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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